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Auswirkungen von Online-Medien auf Tageszeitungen: Fallbeispiel Niedersachsen by Kucklick, Thorsten

Auswirkungen von Online-Medien auf Tageszeitungen: Fallbeispiel Niedersachsen

by Thorsten Kucklick
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Book cover type: Paperback
  • ISBN13: 9783838648613
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Diplom.de
  • Publisher Imprint: Diplom.de
  • Publication Date:
  • Pages: 88
  • Original Price: USD 82.9
  • Language: German
  • Edition: N/A
  • Item Weight: 127 grams
  • BISAC Subject(s): Media Studies

Inhaltsangabe: Einleitung: Trotz der Katerstimmung in der Internet-Branche hat das Thema Online für Tageszeitungen nichts an Aktualität eingebü t - im Gegenteil. Verlage von Tageszeitungen haben zwar früh die Bedrohung des Internets für ihr Print-Geschäft wahrgenommen und schnell reagiert, doch ist bei den Verlagen noch keine durchgängige Strategie erkennbar, welche sich die vielfältigen Möglichkeiten des Internets offensiv zunutze macht. Der Autor zeigt deshalb Chancen für die Weiterentwicklung der Tageszeitung auf neuen Marktfeldern. Dabei gibt die Arbeit keinen strategischen „Königsweg" vor. Statt dessen beleuchtet Kucklick unterschiedliche Herangehensweisen, mit denen die Verlage aufgrund ihrer jeweils eigenen Stellung im Markt die Herausforderung Online annehmen können. Untermauert werden diese Ansätze mit der grundsätzlichen Betrachtung der für Tageszeitungen und Online-Medien relevanten Märkte und den zukünftigen strategischen Rahmenbedingungen. Anschaulich stellt Kucklick daraus folgend die Auswirkungen auf den Wettbewerb dar und bietet für die Tageszeitungsverlage ein breites Spektrum an Strategieoptionen. Inhaltsverzeichnis: Inhaltsverzeichnis: Inhaltsverzeichnis1 Vorwort3 1.Einleitung4 2.Märkte für Tageszeitungen und Online-Medien5 2.1Marktteilnehmer5 2.1.1Anbieter5 2.1.2Nachfrager7 2.2Grundsätzliche Betrachtung von Produkt- und Wettbewerbsmerkmalen der Märkte9 2.2.1Konsumentenmarkt9 2.2.1.1Determinanten der Nachfrage10 2.2.1.2Determinanten des Angebots14 2.2.1.3Mögliche Beziehungen zwischen altem und neuen Medium16 2.2.2Werbemarkt20 2.2.2.1Determinanten der Nachfrage20 2.2.2.2Determinanten des Angebots22 2.2.2.3Mögliche Beziehungen zwischen altem und neuen Medium26 2.2.3Interdependenzen zwischen Konsumentenmarkt und Werbemarkt29 2.3Marktsituation in Niedersachsen32 2.3.1Verlagsstruktur und Zeitungsangebot32 2.3.1.1Niedersächsische „Zeitungslandschaft"32 2.3.1.2Entwicklung und Stand der Pressekonzentration in Niedersachsen35 2.3.

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